The chocolate milk category is a boring pinata that desperately needs smashing, and Yup! (a new chocolate milk brand) is just the baseball bat for the job.
Bizarre analogies aside, Yup! entrusted me and Onion Labs to launch its brand from the ground up, focusing on a young 16-22 target who view chocolate milk as a break from a day full of homework, extracurricular activities, and lying to their parents about everything.
The campaign: Yup! encourages you to do absolutely nothing.